Chengdu Safe Auto Insurance Rate Reform 4p Strategy

The general adoption of the market principle of the clause and rate of the motor vehicle insurance is an inevitable trend of development at its fixed moment.The thesis I wrote is about that how the insurance enterprises will be able to carry out the sustainable development through the rational and effective marketing tactics, especially concerning my company(PAICCD) under its circumstances.After China becomes a member of the WTO, the insurance market of China develops more and more soundly featuring the incessant increase in the number of supplying and demanding parties, also and many intermediary organs. As far as the real demand is concerned, the market supply exceeds its necessary demand actually in the insurance field of China and this competitive situation comes gradually into being. At the same time, the former system of the clause and rate of the motor vehicle insurance impeded the challenge among the insurance companies and made against promoting the sound insurance development. Therefore, the supervision departments have to constitute a new set of the management patterns of the insurance clause and rate to make this reform become inevitable and possible, and also to bring about a new challenge. PAICCD has to face up to the opportunities and challenges brought about by the varieties of internal and external environments, and draws up its strategy of existence and development properly so as to be winner in the heated market competition. It has important practical significance for the research of the thesis to this event.First, the thesis starts with the present marketing conditions of PAICCD, it analyses the main problems of the company. At same time, it analyses the varieties of external environments and the marketing actualities of optical telecom, and it finds out the opportunities and threats of external environments. It also makes an analysis to PAICCD's internal condition to find out its strengths and weaknesses.Second, based on the research of internal and external environment of PAICCD, it makes market segmentation according to the products performance and character of demand. Then it determines the target market of each product according to the potential of segment and resource or ability of PAICCD. It uses the method of research based on basic theory and method of marketing and strategy management formulates the different marketing strategies for each targetmarket.The author has worked as director for PAICCD and was familiar with its marketing situation. After the study of MBA, the author has the theory basis and formulates effective strategy based on the qualitative and quantitative analysis of the information which was collected from the practice.